Department for Education: Advertising

(asked on 29th November 2023) - View Source

Question to the Department for Education:

To ask the Secretary of State for Education, how much her Department spent on advertising campaigns to (a) recruit new teachers and (b) bring retired and former teachers back to teaching in each academic year since 2015.


Answered by
Damian Hinds Portrait
Damian Hinds
Minister of State (Education)
This question was answered on 8th December 2023

The attached table sets out total spend for teacher recruitment and returners advertising campaigns from the 2015/16 to 2022/23 academic years.

The objectives of the teaching advertising campaign are to raise the status of teaching and contribute to overall Initial Teacher Training numbers. Due to the often-lengthy candidate journey from initial consideration through to applying for and starting initial teacher training, several methods are used to assess campaign impact. They include regular brand tracking studies and other market research, econometric modelling to identify and quantify the factors affecting sign ups to the Get Into Teaching service, analysis of the flow of candidates between Get Into Teaching and the Find and Apply services, and tracking of site traffic to the Get Into Teaching website.

From financial year 2021/22 onwards, the department incorporated some paid search activity for returners into the recruitment budget.

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